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Three Sisters Group provides consultancy and advisory services on the 50+ market for organisations seeking to effectively reach and capitalise on the potential of this burgeoning market.  From delivering insights to co-creating innovation, Three Sisters Group is committed to sharing our knowledge and expertise to achieve better business and customer outcomes for our clients.


Because we believe we can all contribute to a healthier and happier conversation about becoming older leading to better outcomes for us all as we age. (And let’s face it, everyone gets older one day.)

Australia’s population is ageing rapidly which means new business opportunities await. However, outdated stereotypes about Baby Boomers abound.

It’s time to innovate.

It’s time to revisit how we think about this demographic

It’s time to re-evaluate our business, research & marketing strategies.

Here’s a short version of the award-winning presentation I gave on this topic at the 2016 Australian Market & Social Research Society Conference.

Five Facts about Ageing

  • One-third of Australia’s population is over 50 years of age of which 80% are between 50 – 74 years old.

  • Baby boomers are better educated, more technology literate, fitter, and healthier than previous generations, and spend more per head than younger people.

  • Baby boomers spend more per head than younger people.

  • There is greater diversity of attitudes, beliefs, behaviours, and lifestyles amongst people over 50 than there is with those under this age.

  • Those over 50 have a sense of freedom, confidence, and an overall sense of happiness and wellbeing compared with their younger counterparts.


Catherine and her team have unparalleled knowledge and insight into the seniors market segment and are great to work with. They are completely focused on this subject matter which is generally poorly understood and overlooked. Given the growth in this population in years to come, the expertise and focus of Catherine and her team will only grow in importance.

Marc Miller, Chief Strategy Officer, Medibank

I invited Catherine to speak about the lack of age diversity in our industry at a recent Agency Circle meeting. The Agency Circle is an advertising industry body that’s all about turning the talk around diversity into action. Catherine brought her wealth of knowledge on our ageing population and led an important and engaging discussion on the need for the advertising industry to offer more training and more flexibility to mature age employees – just as we aim to do with the younger ones. Her in-depth experience in this field was insightful and motivating. I am excited to see the outcomes of our discussion, which will hopefully see agencies giving the more opportunities to the mature population by offering more meaning and purpose to various roles.

Sarah PalmerHead of Talent Management, Leo Burnett Australia

Catherine is a powerhouse speaker who knows her industry inside out. Her presentation as a keynote speaker for Conexus Financial at our 2018 Post Retirement Conference was engaging and memorable. If you want to understand the aged care issues facing Australia, get clear on why it matters and how it impacts your stakeholders, get Dr Rickwood into help shine that light. She will rock your stage.

Amber DainesChief Communicator, Bespoke Communications

“Catherine presents in an inspiring and knowledgeable way and shows great passion in regards to ageing and the longevity economy. Our sales and marketing teams were inspired to really think about how they are speaking to the ageing population in a meaningful and relevant way.”

Alla Nock, Consumer Insights Leader, Analytics, Consumer & Shopper Centricity, Strategy Development, Kimberly-Clark Australia

“It was a real privilege to have Catherine speak at our event, she is truly one of those inspirational, positive people that one meets all too infrequently in life.”

Mike Beder, Managing Director, Qualitative Recruitment Australia

“Thank you for a really lovely evening, an inspiring presentation and a spirited debate!  It helped me greatly the very next day as I was in Canberra to present some findings around a very relevant topic. And in the longer term this made me re-evaluate how and why I should be including more senior age groups across all my research – and not be so ageist myself!”

Monica Greenwood, Research Director, Bastion Latitude

“Congratulations on the award you received. Your talk was definitely great and highly meaningful. Personally, I very much enjoyed it in both content and delivery. Just as a note, I very rarely praise conference talks when it comes to content.”

Nick Naumof, Keynote Speaker & Behavioural Science Specialist

Access Our White Paper

Challenge & Opportunities in Breaking Down Age Stereotypes

  • The Facts
  • The Opportunity
  • The Essentials for Success

As people are living longer lives today than at any other time in history, pervasive stereotypes about getting older are needlessly limiting society’s productivity and sustainability. This paper outlines the current situation, the facts, opportunities, and essentials for businesses challenged by, or curious about the over-50s age segment.

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